--- title: "Adidas vs Gilbert: Which is searched more in New Zealand?" description: "Is Adidas or Gilbert more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Rugby gear brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/adidas-vs-gilbert" publisher: "Brandwave" --- # Adidas vs Gilbert: Which is searched more in New Zealand? Is Adidas or Gilbert more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Rugby gear brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Adidas and Gilbert - **Competitive set**: Rugby gear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Adidas Share of Search**: 9.9% - **Gilbert Share of Search**: 9.5% ## Is Adidas or Gilbert more popular in search? - In September 2026, Adidas and Gilbert were level in searches among rugby gear brands in New Zealand, with an estimated 750 versus 720 branded searches, at 9.9% and 9.5% of the total. - The lead changed hands 3 times in the 12 months ending September 2026: Adidas took it in January 2026, Gilbert took it in May 2026, Adidas took it in September 2026. - Across the 12 months ending September 2026, Adidas’ share of searches among rugby gear brands in New Zealand moved from 6.9% to 9.9%, and its estimated monthly branded searches moved from 520 to 750. - Across the 12 months ending September 2026, Gilbert’s share of searches among rugby gear brands in New Zealand moved from 8.6% to 9.5%, and its estimated monthly branded searches moved from 650 to 720. ## Top rugby gear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, both Adidas and Gilbert showed up in all five answers. Adidas was listed before Gilbert in three of them. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Canterbury | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Adidas | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Gilbert | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | BLK | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Steeden | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kooga | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about rugby gear brands - Asked ChatGPT "Which rugby gear brand should I buy in New Zealand?": 1. Canterbury, 2. Adidas, 3. Gilbert - Asked ChatGPT "What are the best rugby gear brands in New Zealand?": 1. Canterbury, 2. Adidas, 3. Gilbert, 4. BLK - Asked ChatGPT "What's the best rugby gear brand in New Zealand for team training?": 1. Canterbury, 2. Gilbert, 3. Adidas - Searched Google, AI Overview "rugby gear brands": 1. Canterbury, 2. Gilbert, 3. Adidas - Searched Google, AI Overview "best rugby gear": 1. Adidas, 2. Canterbury, 3. Gilbert Not named in any answer: Steeden and Kooga. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand rugby gear brands in September 2026? - In September 2026, Steeden overtook Gilbert and Adidas to rank 2nd among rugby gear brands in New Zealand, with 13.7% of the searches. - In September 2026, Gilbert lost share of searches among rugby gear brands in New Zealand, from 12.2% to 9.5%. - Estimated monthly branded searches for Adidas in New Zealand rose 44.2% over 12 measured months, from 520 to 750 in September 2026. ## Month by month | Month | Adidas estimated searches | Adidas Share of Search | Adidas rank | Gilbert estimated searches | Gilbert Share of Search | Gilbert rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 520 | 6.9% | 4 | 650 | 8.6% | 3 | | Nov 2025 | 520 | 4.9% | 4 | 720 | 6.8% | 3 | | Dec 2025 | 420 | 5.3% | 4 | 470 | 5.9% | 3 | | Jan 2026 | 920 | 14.1% | 2 | 410 | 6.3% | 3 | | Feb 2026 | 1.9K | 22.3% | 2 | 1.1K | 13% | 3 | | Mar 2026 | 4.5K | 35.2% | 2 | 1.4K | 11.3% | 3 | | Apr 2026 | 1.1K | 13.3% | 2 | 700 | 8.8% | 3 | | May 2026 | 910 | 11.6% | 3 | 1.1K | 13.4% | 2 | | Jun 2026 | 1.4K | 14.6% | 3 | 2.1K | 21.9% | 2 | | Jul 2026 | 950 | 9.9% | 3 | 1.8K | 18.3% | 2 | | Aug 2026 | 910 | 9.9% | 3 | 1.1K | 12.2% | 2 | | Sep 2026 | 750 | 9.9% | 3 | 720 | 9.5% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Adidas’ and Gilbert’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Adidas**: Measured on the search terms “adidas rugby” and “adidas rugby boots”, summed into one figure. - **Gilbert**: Measured on the search terms “gilbert rugby”, “gilbert rugby ball”, “gilbert rugby boots” and “gilbert rugby jersey”, summed into one figure. - [Adidas profile](/demand/nz/brands/adidas) - [Gilbert profile](/demand/nz/brands/gilbert) - [All rugby gear brands in New Zealand](/demand/nz/categories/nz-rugby-gear-brands): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Adidas or Gilbert more popular in search? In September 2026, Adidas and Gilbert were level in searches among rugby gear brands in New Zealand, with an estimated 750 versus 720 branded searches, at 9.9% and 9.5% of the total. ## Cite this page Brandwave. "Adidas vs Gilbert: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/adidas-vs-gilbert This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/adidas-vs-gilbert. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.